A lot of things seem to be worth almost no money. but if you do them very well, and they help people fill a need, there's a great business you can build around that.

I was kind of amazed because I first found out about blue boxes in an article in Esquire magazine labeled fiction. That article was the most truthful article I've ever read in my life... That article was so truthful, and it told about a mistake in the phone company that let you dial phone calls anywhere in the world. What an amazing thing to discover.

With the cloud, you don't own anything. You already signed it away.

When you're designing and inventing the way I did, every minute of your life is put - every neuron in your brain into trying to think about the little code and how you can maybe have one less line of code and a little bit more straightforward from the beginning to the answer. And you don't have time to think about companies and products and how would I build this. So Steve Jobs and I were a very necessary pair.

You'd better have the technology knowledge. I really urge you not to think you can start a whole company and business with just ideas on paper, because you'll end up owning so few of those ideas.

All through time in Apple products, even from our very first ones, that's how he [Steve Jobs] looked at the world, that you don't really want a piece of technology, a certain type of chip. What you want is a solution to a problem in life, some cause, some issue that you want in your life that'll help you. And it's how do you make that almost one step - say it and it happens.

The people I recommend the iPhone 4S for are the ones who are already in the Mac world, because it's so compatible, and people who are just scared of computers altogether and don't want to use them. The iPhone is the least frightening thing. For that kind of person who is scared of complexity, well, here's a phone that is simple to use and does what you need it to do.